Globetrender is an online magazine and trend forecasting agency dedicated to the future of travel.

It specialises in forward-looking, consumer-facing editorial, as well as trend reports, research and consulting services for the travel industry.


Travel is one of the world’s biggest industries – and it’s only going to get bigger.

According to the World Travel and Tourism Council, it contributed US$8.8 trillion to global GDP in 2018 – by 2029 it is expected to hit US$13 trillion.

Globetrender offers bespoke trend forecasting and research services to inspire, inform and guide you in your decision-making.

Our trend reports – both surface skimming and deep dives – are based on strategic intuition, in-depth journalistic research into what’s new within the industry, expert interviews, observation of the changing needs and desires of consumers, hard data from multiple sources and cross-cultural analysis.

We have set our sights on what is going on in the early stages of adoption so that the information we deliver feels fresh and you have time to act on it. Equally, it is embedded enough that it is solid and reliable, not just flimsy future-gazing.

If you are interested in a bespoke report or you would like an individual consultation on how to ready yourself for the next decade, email editor and founder Jenny Southan Equally, if you would like to sponsor one of our publicly available reports, do get in touch.


Are you prepared for the needs and desires of Generation Z? How about Generation Alpha?

Trend forecasting is essential for informing your business decisions, reducing risks and inspiring new ways of thinking, as the world around you is in a constant state of flux.

We look at how small shifts (micro trends) are contributing to the bigger picture (macro trends): from ayahuasca retreats to transformational travel; plant-based menus to vegan tourism; voice-activated hotel rooms to artificial intelligence.

We are always on the look out for innovation, what’s cool, what’s new and what’s different. These stories are given a platform on our consumer-facing website, which is free for anyone to read without interference from advertising.

Globetrender focuses on leisure travel and the booming freelance economy, which allows people to work remotely from wherever they like in the world.


Globetrender was founded by award-winning travel journalist Jenny Southan in 2015.

In summer 2019, Globetrender formed a joint venture with Waterfront Publishing, an independent publisher based in central London. It has two in-house magazines, Cruise Adviser and Solus, and also publishes ABTA Magazine, a bi-monthly publication distributed to 17,500 ABTA members and UK travel industry contacts.

It has produced magazines for: Travelzoo; JV Pastor; the Cruise Lines International Association, UK and Ireland (Clia); Cruise & Maritime Voyages; The Travel Village and Advantage Travel Partnership. It also runs an agency, The Studio by Waterfront.

In 2017, Globetrender was shortlisted for “Online Consumer Publication of the Year” in the Travel Media Awards.